Genius- how you elegantly explained the danger of A-B testing all the while drawing reference to a popular movie and philosophy. Not only am I more dissuaded from falling into the A-B testing trap, but I'm forced to reflect on the larger truths of purpose and plan. Thanks for posting this.

On a recent airplane flight, I happened to catch the movie Groundhog Day. Again. If you aren't familiar with this classic film, the premise is simple: Bill Murray, somehow, gets stuck reliving the same day over and over. It's been at least 5 years since I've seen Groundhog Day. I don't know...